Your Best Audience is Trapped in One Platform
When moving an audience from one platform to another, you can lose some of the devices you originally intended to target.
Each additional pass through a third-party device graph can leave fewer devices available or weaken your connection to the audience you originally built. Media teams are left with a difficult choice: accept an audience that may have lost scale and accuracy, or keep it inside the platform and limit your strategies. For teams with established DSP seats, negotiated rates, and trading desk relationships, staying put can mean changing how they buy media just to use the audience they want. Even when the audience makes the move intact, delays can put distance between the behavior that defined it and the campaign meant to act on it.
An Audience Activation Platform Built for Omnichannel Campaigns
Audience activation takes a defined audience and makes it available for targeting in the media environments where campaigns run. It connects audience creation to media execution. With OnSpot Data, you can build around the data and targeting criteria that fit the campaign, then choose whether to activate the audience externally or keep it inside OnSpot Data for delivery through the Integrated DSP.
Use audience targeting when you need to refine how you build the audience. OnSpot Data activation carries that audience into your campaigns without requiring a different version for each channel.
From Audience Selection to Live Campaign in Four Steps
Build
Define your audience from observed visitation, first-party data, or other targeting criteria through OnSpot Data's audience targeting platform.
Match
Resolve devices to households and addresses inside the platform without inserting a third-party device graph into the process.
Activate
Publish the audience for media activation through OnSpot Data's Integrated DSP or into the media platforms you already use.
Measure
Use attribution reporting to connect campaign exposure back to engagement, visitation, and sales outcomes.
Activate Into the Platforms that Already Work
Access 85+ DSP destinations.
Programmatic and Data Platforms
Social
CTV and Video
Offline
OnSpot Data supports 15 primary direct integrations alongside broader DSP reach through Deal ID and other activation pathways. Compatible platforms can also receive OnSpot Data's audience data.
One Audience. Every Channel.
One OnSpot Data audience can support multiple activation paths without being rebuilt for each channel.
Push Cookieless Audiences Into Your Existing DSP Seat
OnSpot Data connects its audiences to the media platforms your team already uses. When a direct integration is available, OnSpot Data places the audience inside the platform for programmatic audience targeting. When a direct integration is not the right fit, a Deal ID can package the audience with available ad inventory so you can activate it through your existing DSP.
- Keep your existing DSP seats and rates
- Access audience syndication through direct integrations
- Use Deal IDs for PMP advertising
- Keep your current trading relationships in place
Omnichannel Activation Across Social, CTV, and the Mailbox
Omnichannel activation lets you use the same audience beyond the DSP. OnSpot Data can connect eligible audience devices to household addresses, so data used for CTV audience targeting or social activation can also support programmatic direct mail. This creates a direct link between your digital audience and offline media, allowing cross-channel activation to reach the mailbox without building a separate audience for direct mail.
Turn Your CRM File Into an Addressable Audience
OnSpot Data can use your existing customer data to build audiences for paid media. CRM records, customer addresses, MAIDs, and IP addresses can be onboarded into targetable audiences, while cookieless web-pixel data can add site visitors to the same workflow. The same first-party data also supports sales matchback and attribution, so the records you use for activation can later help connect campaign activity to business outcomes.
Only With OnSpot Data
100% Audience Match on the Integrated DSP
When an OnSpot Data audience runs through OnSpot Data's Integrated DSP, targeting and delivery happen inside the same platform. There is no third-party handoff between systems, giving you a 100% audience match on the Integrated DSP with no devices lost between audience creation and delivery. When you activate an audience on an external platform, that platform applies its own matching process, which can reduce the number of devices available to target.
Expand Reach Through Patented Audience Extensions
OnSpot Data's patented audience extensions let you expand an audience beyond the devices directly observed by using household, behavioral, and real-world connection signals instead of a generic modeled segment. Social Extension finds devices repeatedly observed in the same places at the same times. Household Extension adds other devices associated with the same household, while Lookalike Extension uses behavioral and demographic signals to find new relevant devices.
Report on the Audience That Actually Received Your Ads
When audience and media delivery both run through OnSpot Data, reporting shows what happened with the audience that actually received the campaign, not just the one selected at the start. Media teams can analyze footfall attribution by audience, creative, campaign line item, and geography while the campaign is running. OnSpot Data also provides full ad-serving logs for deeper analysis.
Observed Audiences, Not Modeled Ones
OnSpot Data builds audiences from devices observed at real locations rather than survey responses, panel projections, or probabilistic estimates. OnSpot Data discards approximately 35% to 40% of incoming observations and loads only those meeting its stated accuracy standard of 0.11 meters or better. By filtering out low-quality observations before building an audience, OnSpot Data starts with cleaner source data.
Privacy-Safe Audience Activation
OnSpot Data activates audiences with device identifiers rather than names or other directly identifying customer information. Each destination receives MAIDs in the format it requires, whether unhashed, SHA-1, or SHA-256.
The platform also prevents users from pulling up the location history of an individual device. By limiting both the identity data sent for activation and the device-level information users can access, OnSpot Data supports cookieless advertising and privacy-safe activation aligned with CCPA, GDPR, and guidance from the IAB and NAI.
One Audience, Two Activation Approaches
A frozen CPG brand built an OnSpot Data audience from shoppers observed at more than 600 grocery stores over six weeks, then activated that audience on Facebook for three months.
The buying platform did not change. Replacing Meta's interest-based approach with an audience built from observed grocery-store visits increased signups from 112 to 2,538, showing how campaign activation can improve when the audience changes.
Activate Your Audiences Anywhere You Buy
Audience activation should give you more control over where your media runs, not require you to change the way you buy. Use OnSpot Data through self-serve platform access to build and activate audiences on the platforms you already use, or bring audience and delivery together through OnSpot Data's fully managed campaign services.
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